14 DAY TRIAL // Twitter is working on expanding its advertising revenues, that much is a given. One way to achieve this is with a self-serve platform for Promoted Ads. Twitter is already working on this and has now revealed some more details as the product enters private beta testing. There's nothing that surprising, Twitter plans to enable users to buy Promoted Tweets and Promoted Accounts ads.
MediaPost has gotten to see the platform in action and got a bit more details on what Twitter has cooking.
The self-serve ad platform is only in testing with some users and ad agencies and Twitter plans to expand the test next month.
For now, users will be able to either choose to promote one of their recent tweets or their accounts altogether. Both tweets and accounts have to be relevant to the user seeing them.
Promoted Tweets would only show up on searches related to it in some way. This should not only drive up engagement, but also make the ad more relevant to the user.
From this perspective, self-serve Promoted Tweets work exactly like the ones bought via the Twitter sales team.
Users of the self-serve tool will have to provide some data related to the campaign, the name and the period when to run it, and also interests and keywords for search, to know where to place the tweets or whom to suggest the accounts to.
Advertisers would pay either for engagement or for impressions. Twitter will charge 10 cents per each interaction with a promoted tweet, clicks, retweets, replies and so on.
Twitter plans to roll out the self-serve platform to everyone in the first half of the year. According to reports, Twitter is on its way to making $150 million in ad revenue this year and $450 million in 2012. For this to happen, the self serve option has to take off, but if Google or even Facebook are any indication, Twitter should be doing more than OK in the short term future.